Automotive brand Dodge will serve as the category-exclusive sponsor of a new TNT drama that will be presented in a commercial-free environment. The program, called "Saved, "will premiere June 12.
Under terms of the deal, Dodge vehicles will be integrated into the narrative of the 13-episode run of "Saved" throughout the season. The agreement is yet another example of a trend toward so-called
branded entertainment, in which marketers weave their product messages into programming rather than turning to traditional forms of advertising. The strategy has been effective among consumers who say
they don't mind seeing products in programs as long as they are woven in seamlessly and do not appear as obvious product plugs. Dodge will also be afforded a number of tune-ins, plus national print
exposure and presence on the "Saved" micro site on TNT.tv. Mark Spencer, senior manager, Dodge Marketing, said that the integration will allow the company to communicate its "edgy, in-your-face" brand
equity. Also, sandwich marketer Quiznos has signed on as the category-exclusive sponsor for fast food.
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